With the rapid growth of streaming, media companies are eager to maximize ad revenue by selling campaigns across platforms to all audiences. Premium advertisements are often withheld from OTT monetization because addressable advertising does not have the quality and controls that advertisers have come to expect from linear TV.

Recorded at NAB 2022, this session will discuss the challenges in addressable OTT cloud monetization and best practices to support premium advertising.  

Session Panelists

A headshot of Al Lustgarten
Al Lustgarten

SVP, Technology & Information Services, Hearst Television

Alvin R. Lustgarten has served as Hearst Television’s senior vice president, technology and information services, since 2020. He was previously the company’s vice president, technology and information services and, before that, manager of information services.

Lustgarten oversees the company’s technology function and leads its advertising operations. He provides strategic leadership for many of the company’s new-technology initiatives, including AI, ML and analytics efforts. He has played a key role in overseeing Hearst Television’s cloud transformation and leads all aspects of its security program. Lustgarten also has operational oversight of the company’s capital spending and fleet programs.

Prior to Hearst Television, Lustgarten served in several finance, accounting and technology positions within Hearst. He first joined the company in 1981, in the Hearst Magazines accounting and finance department.

Lustgarten serves on numerous industry boards and vendor committees, representing the interests of Hearst Television’s technology, security and advertising operations. A key company focus is on promoting open industry standards with the goal of streamlining the sales process.

Lustgarten received his undergraduate degree from the University of Hartford and holds a master’s degree in business from Fairleigh Dickinson University, in whose alumni program he is an active participant.

A headshot of Brad Herman
Brad Herman

SVP, Product Management, Ad Tech, Imagine Communications

Brad Herman has a 25+ year career that spans technology, media, law, and financial services.  He has focused on building and leading businesses, negotiating strategic transactions, and improving operational efficiencies in both growth-stage and large organizations.  

Brad is currently SVP, Product Management, Ad Tech, Imagine Communications at Imagine Communications, a technology company that builds software to make and monetize television content.  He is also a member of the board of directors of Alma Technologies, an educational technology company focused on disrupting the SIS and LMS markets. 

Brad holds a J.D. degree from the UVA School of Law and a B.A. in economics from Duke University. 

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portatif of Steve Reynolds


Steve Reynolds

Steve Reynolds is President of Imagine Communications, a global leader in multiscreen video and ad management solutions that broadcasters, networks, video service providers and enterprises around the world rely on to support their mission-critical operations.

Steve brings 25 years of technology leadership in the video industry to Imagine Communications. He has served as the CTO at Imagine Communications and Harris Broadcast, Senior Vice President of Premises Technology at Comcast, Senior Vice President of Technology at OpenTV, and CTO at Intellocity USA.

Steve earned a MS in Computer Engineering from Widener University and BS in Computer Science from West Chester University. As the Chairman of the AIMS Alliance and a member of SMPTE and SCTE, he has participated in numerous standards-making bodies in the cable and digital video industries. Steve also holds over 40 patents relating to digital video, content security, interactive television and digital devices.